Why Your Law Firm Needs SEO

SEO + inbound content marketing is the most stable form of digital marketing that you can have as a part of your law firm’s overall strategy. Partner with us and focus on servicing clients rather than filling your funnel.

Your Competition is Using SEO + Content to Get New Clients

If you still don’t think your competition is devoting marketing resources toward attracting clients online, Google your practice area – see who shows up. You might be surprised at who is devoting resources to attracting clients from the web. Now disregard that fact for a second (just because your competition is doing something isn’t necessarily enough of a reason to jump in yourself.)  Think about this instead – in the last fifteen years, an entire generation of individuals and executives who are in a position to purchase legal services (either within their organization or on their own) has become knowledgeable and comfortable doing their research on the web.  Cost and importance are no longer a concern when it comes to online purchasing.  People research everything from life-dependant decisions such as which surgeon to use to seemingly mindless decisions such as which restaurant to go to.

It’s almost counter-intuitive to think that those same individuals or business owners wouldn’t devote some amount of time to selecting and evaluating an attorney prior to hiring them. Even outside of a cold-search, such as in the instance of a referral, nearly every potential client does some amount of secondary research on their own.

How is SEO for a Law Firm Different?

When it comes to SEO for law firms, there are unique considerations that have to be made due both to the ethical considerations and the highly competitive search landscape. It can be difficult to generate leads if you don’t know how to target potential clients at the exact time they are searching for representation.

SEO for law firms involves understanding the intent of a searcher’s query and what content or information they need to satisfy their research and ultimately turn them into a lead. A successful SEO strategy is able to capture prospective legal clients and guide them to take action (by calling you) on your website.

Key Focus Of SEO / Inbound Marketing

  • Research/Strategy
  • Content Marketing
  • Conversion Optimization
  • GMB Listing Optimization
  • Onsite Optimization
  • Onsite Management
  • Reputation Management
  • Technical SEO
  • Tracking/Reporting

We break these aspects of attorney marketing down below:

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Why Invest In SEO Instead Of PPC

Firstly, the “law of two truths” applies here – you can get great results from both paid media and SEO at the same time. It’s not necessarily an either-or scenario. If you have the budget to do so, we recommend that you invest in Google Ads for attorneys and possibly even other channels while you wait for your keywords rankings to increase.

Benefits Of Investing In Both PPC and SEO Simultaneously

Paid media (in particular, search advertising) channels and organic channels inform each other. The keyword research we perform for SEO purposes drives efficient search advertising campaigns, and as we view search data from paid search campaigns, we are able to work those queries into our organic content.

Furthermore, SEO data (including search query reports from Google Search Console) help us build Custom Intent Audiences in the Google Ads platform. These curated audiences generate cost-effective leads for lawyers, and even though they run on the display network, they lead to calls and form submissions.

But if your budget calls for an either-or scenario, we would recommend choosing SEO over PPC for the following reasons:

Rising Cost Of PPC Advertising

Pay per click (PPC) advertising follows a bidding model. As more advertisers jump into the fray, the average cost per click will necessarily increase, and long term cost inflation will occur. If the recent economic climate has taught us anything, it’s that whenever times get tough, every law firm who feels pinched to try and increase lead intake turns to Google Ads for some quick leads – only to realize that everyone else has done the same. Google and Facebook are not making it cheaper to advertise, and more and more advertisers are joining the platforms. These marketing costs have nowhere to go but up.

You Can Track SEO Results In Detail

You can create unique phone numbers for your TV, billboard, and bus stop ads, but you’ll never truly be able to measure the impact and ROI.

SEO is different. We can measure your keyword movements, your organic traffic increases, and every single phone call or email that comes from your SEO efforts. It’s easier than every to track the true results of your SEO efforts.

SEO Gets Cheaper Over Time

Unlike paid media, which always inflates, your ROI will keep improving with SEO. As your rankings increase and your organic traffic grows, you’ll get more and more calls without paying higher fees. Eventually, the only cost you’ll incur is for the ongoing maintenance of your SEO – and you may not need to spend money on Google Ads to keep the leads flowing.

SEO Is Recession Proof

Once you are ranking for your practice area terms, you won’t have to make knee-jerk decisions because of a bad economy. Your lead intake won’t take a hit if you need to turn off your paid advertising in a budget pinch, and you won’t have to suddenly spend thousands of dollars on search ads just to keep your phone ringing.

SEO Is The Only Channel That’s a True Investment, Not a 1:1 Return

The investment you pour into SEO now will have a compounding effect down the road. Unlike PPC advertising, where you don’t receive “free” recurring value, your SEO efforts will keep driving ever-increasing traffic and leads in the future with no additional cost.

Law Firm SEO Internet Traffic Increase
SEO for Law Firms Increases First Page Search Engine Rankings
Law Firm SEO generates for leads for lawyers

Do You Work with an SEO Agency that is Not Producing Results?

Unfortunately, a major issue in the online legal marketing space is that there simply are not enough agencies that are good at actually generating new clients for firms.  Sure, there are a large number of agencies that have produced results in other industries or that can increase traffic metrics. What we often hear from law firms that contact us is that these agencies simply don’t end up producing results in the form of real, high-quality prospective clients.  What they do often end up producing are what we refer to as “vanity metrics.”

Has Your Law Firm Been Through 2-3 SEO Agencies with No Results?

An agency said all the right things, perhaps produced some results early on, but was not able to sustain or grow market share or client generation for the firm.  This is sometimes caused by an agency being singularly good at one aspect of a campaign (such as technical SEO or social media), but not having a well-balanced team or expertise in multiple disciplines (such as marketing strategy, conversion optimization, UX, or content strategy).

When we dig into it, many of these agencies are often outsourcing work product, which in the best case doesn’t allow for consistency or quality control; and in the worst case, causes fulfillment issues.  What happens is that their singular expertise causes an initial uptick in activity but that activity stagnates or slows down once that expertise has been exhausted. Then the law firm will go with another agency that is good in a different discipline, where that underlying issue is rinsed-and-repeated.  How do you get your law firm out of this costly and time-intensive loop?

A Balanced, In-House Expertise and Skill Set is Essential to Long-Term Success

This is why our agency is structured differently than other agencies in the space.  We place more of an emphasis on assembling team members that are very good at what they do.  We do not employ generalists, account managers, or social media specialists who are pulled in to work on your strategy.  We operate in a structure that is more flat, which allows us to attract and nurture ongoing individual expertise in all of the components that combine to build up a stable, long-term strategy.

Was Your Law Firm Forced/Exhausted into Choosing the “Safe” Option of a Large Legal SEO Agency

A second situation that we see often and is far worse for the client than our first scenario.  Many of the larger, legal-focused agencies save cost and streamline process by reproducing the same strategy and website aesthetic for clients.  Often, these clients are in the same geographic market.  What this results in is a cookie-cutter approach that is often out-dated and at odds with the actual nuts-and-bolts of what goes into generating leads for their clients (more on that below).  The worst part, you are overpaying for the ‘luxury’ of working with the large agencies.

Are You Being Held Hostage with No Results?

Worse, a couple of the less-scrupled large agencies hold your digital assets hostage or lock you into ridiculously long-term contracts.  The use of the word “ridiculously” is not hyperbole.  A 3-year SEO or web design contract can be downright dangerous to the long-term stability of your firm.  That is because of the pace at which things change in our world.  Not just in how Google evaluates websites, but also in changes to how potential clients interact with websites.  Apple could (and will) come out with a new iPhone that is a different width or loads different types of JS differently and all of the sudden you need to overhaul your site.

Having a client locked in for three years means that these large agencies can either coast or upcharge you for tasks that become necessary as the internet evolves but might ‘fall outside’ of your current ‘scope.’  Both of those scenarios are directly-opposed to their being motivated to produce results in a sustained, long-term manner. What’s even worse, is that a firm realizes this, it is often too late and in order to get out, they have to forfeit their site files and the work that has been done up to that point.  I cannot tell you how many websites we have had to rebuild almost overnight in order to combat a large agency taking a law firm’s website down.

We prefer to let the results we produce make the case for your wanting to work with us – and produce results is what we do.  That is why all of our engagements are on sixty-day terminations and we enjoy a 90% client retention rate. Our engagements are also structured so that you own all of your own assets – the website, your domain, your hosting, your call tracking, everything.  You are not “renting” anything from us.

Should You Choose a Law Firm SEO Agency that Works with Your Competitors?

Is the agency you are considering working with your competition?  You can check this simply by asking a prospective marketing agency who else they work with in your market and performing a Google search for them.  Which firm are they going to work on ‘harder?’  Are they going to let your firm hire them to take away the market share that they have already charged your competitor to build?  Would they then turn around and do the same thing to you?  There are only so many eyes that you can compete for in a given geographic market.  This is especially true in the paid advertising space, which is more of a zero-sum strategy.

You would much rather have an agency who is both competent and not working with your competition. That way, you can be assured that their success is reliant on taking market share away from your competition, rather than managing who gets what and for what cost.

If we have given a firm exclusivity, we do not work with competing firms whose primary office location overlaps in the same county and all exclusivity rights are clearly outlined in our engagements.

Our solutions are tailored to fit your firm’s size, practice areas, location, and budget. We continually update the metrics below which average the first 6 months of results for every lawyer we’ve worked with over the years (last updated November of 2017).

So ask yourself these questions:

Is the money you spent on a website worth it if no one can find you?

What would happen if a potential client was referred to you and they couldn’t find you on the web?

What would happen if they searched for you and all of your competitor’s accolades came up ahead of yours?

Here’s a bigger question: Are your marketing dollars being spent properly if they are not part of a larger, coordinated marketing effort that integrates website conversion, SEO, content, PR, local rankings, and paid search? Clients don’t find legal services in a vacuum and firms don’t make it in front of potential clients by accident (especially in a competitive market.) It takes a coordinated effort.

Increase the Visibility of Your Law Firm’s Website

Whether you have a website, are blogging, or already have an online marketing strategy in place, we can help you become better known in any practice you’d like. We’ve helped attorneys launch new practices, run nationally-known blogs, increase perceived authority in a practice area, and get new clients in narrowly-focused litigation practices. We start with your clearly-expressed goals and custom-tailor a solution to achieve those goals.

Increase the Quantity and Quality of New Clients

Beyond other SEO companies that promise to get you listed on the front page of Google and increase traffic to your website, we can offer something else they can’t, a full-solution marketing strategy that is constantly churning in the background while you concentrate on your practice. That is because we focus on new clients. How we get there is by providing all the tools that any national firm with a fully-staffed internal marketing department would use – web, content, conversion, PR, SEO, social – whatever makes clients find you.

Leveraging Content Marketing and Media Mentions

We have successfully obtained coverage for our law firm clients in major national online and print publications. You may have seen them featured in NewsWeek, Vice, BuzzFeed, The New York Times, Law.com, The American Bar Journal, The Huffington Post, USA Today, Forbes, and other sites. This not only helps visibility from an SEO perspective but also helps build trust for our clients as nationally-recognized leaders in their practice fields. The other benefit is that national coverage builds trust between your practice and potential clients who visit your site.  It does not matter how large your practice is, we can get you visibility on the local, industry-specific and national stage.

The Nuts and Bolts: Our Attorney SEO Process

How To Build a Google-Friendly Law Firm Website


Firstly, your website has to be mobile friendly (that seems obvious in 2021, but we still encounter websites that don’t load properly on iPhones and Android devices). It’s well established by this point that over half of web searches come from mobile devices, so if your site looks like junk on your phone, give us a call.

Page Speed and the New “LCP” Metric that Google Uses to Evaluate Your Website

Have you measured the speed of your website? If not, plug your URL in Google’s PageSpeed Insights tool – you might be disappointed. Further, in May 2020, Google introduced “LCP” or “Largest Contentful Paint“, which measures how quickly the majority of your content loads on mobile for a simulated human visitor.  This is now a core metric by which Google evaluates and rewards your website.

Here’s a sobering statistic straight from Google: as your page load time increases from 1 second to 5 seconds, the probability of a web user “bouncing,” or abandoning your site without engaging, increases by 90%. No matter how you look at it, you are losing cases by having a slow mobile website.

We have a sophisticated method for speeding up your site – we redesign with LCP in mind and minimize unnecessary scripts, compress (or remove) images, optimize your hosting and content delivery network (CDN) quality, and much more. All other things equal, the law firm with the fastest and most user-friendly mobile website often wins.

A Website Without Technical Errors

Does your site have broken pages (404 errors), incorrect canonical tags, redirect chains, inefficient code, bad lang attributes, or other technical issues? Each error devalues your site in Google’s eyes – one of the first things we do is crawl your site for technical SEO problems. It’s the “low hanging fruit” of SEO, and it directly leads to higher keyword rankings. 

Are You Sending The Right Signals To Google?

Google relies on page content, title tags, meta descriptions, image alt text, anchor text, and schema markup to determine how relevant your website is to user queries, and we will do the research to find the right phrases to use in these situations. It doesn’t matter how many backlinks you have – in a competitive niche, having the wrong SEO title will tank your website.

How User-Friendly Is Your Site?

User experience (UX) matters for SEO. If a visitor finds your site but can’t easily click a phone button or fill out a form, they will leave and become another firm’s client. We include conversion rate optimization (CRO) into our marketing strategy, and we’ll measure engagement on your site and make sure visitors convert after arrival.

What Kind Of Content Is Good For Law Firm SEO?

Ask yourself: does your website answer the questions that your potential clients are asking? If someone Google’s a car accident-related question, for instance, do you have a blog or page that can help them?

Take a Full-Funnel Approach To Content

Your website needs to satisfy middle-of-the-funnel (research) and end-of-full (purchase intent) search queries. For example, people on the web are asking, “What is the average settlement for a medical malpractice lawsuit in Nebraska?”. They have not yet decided if they are going to hire a lawyer, but it’s in your best interests to have that content on your website. Once they start Googling “medical malpractice lawyer near me,” they are at the end of the funnel – and you need a specific page to match that intent as well.

Our content strategy at Majux attacks every aspect of the sales funnel simultaneously, and we are constantly tracking your conversion and traffic data to see which pages are producing results, and which aren’t.

Keyword Research Will Set You Apart

Do your prospective clients use the phrase “workman’s comp” or “workers’ comp”? Do they use your city name in web searches, or do they prefer state-wide terminology? We will use our tools to research this for you, and we can write your content to address these concerns specifically. Furthermore, we can dig up actual search queries you should have blog posts and pages for, and we’ll incorporate those into our content strategy.

Content Demonstrating Specific Expertise

Generic content won’t cut it. Your content needs to cite laws and statutes, be 100% unique, and show that the person writing it has in-depth legal knowledge. At Majux, our editorial team is staffed by expert writers who have passed the bar exam – and that expertise shines through in the content we produce.

State-Specific Content

We touched on this above, but legal content is not one-size-fits-all. Laws are different in Arkansas than they are in Pennsylvania, and furthermore, web users often include the state in their legal web queries. You need content written for a local audience by experts.

How Law Firms Can Acquire Backlinks and “Citations”

Consider that each backlink to your website – a link from another site to your own – is a vote. And that votes from high quality websites carry more weight in Google’s eyes. The trick is acquiring those backlinks.

Legal Services Directories

There are websites, like Martindale and FindLaw, that list lawyers and firms in a directory. You apply for inclusion, and you are able to list your law firm name, address, phone number, and often include a link to your website. We have an exhaustive list of these websites, and we add our clients’ sites to each one.

Local Business Directories

We also track down websites devoted to amplifying local businesses of all kinds, not just law firms. These websites often carry a great deal of authority, and we can earn a backlink from them as well.

Pitching Articles To High Quality Publishers

We have successfully pitched article ideas to relevant websites, and you will always get a backlink to your site either in the body of the article or in the author biography at the end. These contextual backlinks carry significant weight in Google’s eyes, and they will help you rank higher.

Genuine PR Around Newsworthy Cases

If you were involved in a high profile case, achieved a remarkable verdict, or have something else newsworthy to share, we can help by contacting interested journalists in that field. When you are quoted in the news, you will often receive a backlink back to your website.

Sponsoring Local Events

This may sound old fashioned, but you can very often get local backlinks this way. We can help you find local charities, athletic events, business chapters and more that will create a profile for you on their website if you make a donation.

Local SEO For Law Firms

So after everything mentioned above, there’s another kind of SEO entirely? Kind of – local SEO does play by a slightly different set of rules.

Citations For Local SEO

Your firm will rank higher in the Google Map Pack if you acquire a high volume of local citations: instances of your business name, address, and phone number across the internet. This is called your NAP, and for reference, here’s what Majux’s looks like:

Majux Marketing

211 N 13th St #601, Philadelphia, PA 19107

(215) 309-1631

You don’t need a backlink for a citation to help you rank higher in local search.

Local SEO Is Proximity Based, In Part

Many web users are searching for “near me” terms, so if you are the closest law firm to a person searching for a particular query, you will probably rank in the top three map positions, even if you don’t have a great deal of backlinks or citations. So in that regard, local SEO levels the playing field. Keep this principle in mind when you are searching for a law firm office location.

Short Guide To Local SEO Ranking Signals For Lawyers

Your website, content, and backlink profile do matter for local SEO – firms with more authority on the web will rank higher, and if you have locally relevant content on your website, you’ll have a better chance of ranking in the map pack.

As previously mentioned, your proximity to a client’s location also matters, so choose your address carefully.

Your Google My Business profile will also need to be properly optimized if you wish to rank well. Practice areas need to be spelled out, your NAP needs to be consistent with the information on your website and across the web, and you shouldn’t spam your business name with keywords.

How Do You Know If SEO Is Working?

The First Level Of Tracking: Keyword Rankings

We use tools to monitor the daily fluctuations of your keywords, and we are able to quickly see what’s working and what isn’t. We will also share these rankings with you each month so you can see for yourself what your marketing budget is earning.

Second Level: Website Level Tracking

We use Google Analytics and Google Tag Manager to measure actual traffic to your website, see what your web visitors are doing once they arrive, and track form submissions, chat interactions, phone clicks, and more. We then demonstrate this to you in a Google Data Studio dashboard. We also use Google Search Console to monitor search query data and see how Google views your site.

Level Three: Call Tracking

We use call tracking software to measure actual phone calls on your site (not just clicks). We can attribute these calls to their sources, record them for quality control, and make informed marketing decisions in real time.

Fourth Level: Client Interaction

Truthfully, nothing matters if you aren’t signing cases. We will check in often to see if the calls are translating to actual clients – and hopefully, you’ll get too busy to spend time on the phone with us.

A Different Approach to Internet Marketing and SEO for Law Firms

What you get in Majux is an outsourced digital marketing company which was founded by two partners who spent a collective 15 years as the Marketing Directors of national and regional practice law firms. That’s what differentiates us from other digital marketing companies. We have a proven track record working with lawyers across almost all areas of practice, including commercial litigation, corporate law, trusts and estates, medical malpractice, criminal defense, and plaintiff’s personal injury. We have worked with clients from across the world and across practice areas. So drop us a line and see how we can revolutionize your marketing strategy. We’ll be your outsourced digital marketing solution – your secret weapon.

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